5 Digital Marketing Trends You Should Know In 2020
If you’re already involved in the world of digital marketing, you probably know that it’s a constant growth curve! There is no ‘one size fits all’ approach to online marketing. The internet is flooded with dozens of different ways to do one task along with new and better software. The only constant to the online world? Change.
What’s the result? Digital marketers are always on a mission to stay up to date with current marketing trends. At the end of the day, they want to provide the best results for their clients, and that requires utilizing the most modern techniques in an ever-evolving virtual world.
With all of that being said, let’s take a quick look at some prominent digital marketing trends for 2020.
Remember Meaningful Interactions
While Facebook’s big algorithm shift has been in place for a while now, it is still more relevant than ever in social media marketing. Ultimately, Facebook algorithms determine what Facebook users will and will not see while using it.
A big update that occurred in 2018 changed the way businesses use Facebook marketing, which has been challenging given that this is the leading social media platform for business advertising. In short, the algorithm change prioritized posts from friends and family – what Facebook calls ‘meaningful interactions.’ As a result, business visibility decreased significantly, making social media marketing that much more difficult.
If you’re using Facebook marketing for your business, then be sure to remember a few things:
- Use your posts to tell a personal story so viewers feel connected to you
- Don’t ask for engagement (“like if…” or “please share…”)
- Participate in groups without directly promoting your product
- Ask for user opinions and start conversations to stir up engagement
- Avoid posting misinformation or broken links
- Ask other users to advocate for you
- Invest in paid ads
These are just a few simple ways to work around the new Facebook algorithm, provide more meaningful content and ultimately boost online visibility.
There are multiple reasons to include more photos and video content in your digital marketing. For social media in particular, content with visual media is more likely to rank higher.
In general, however, research shows that content with visual components tends to receive higher engagement than text alone. Additionally, prospects are more likely to purchase a product after watching a video about it, and visual content helps your brand to stay in the mind of the viewer more so than content without visuals.
While this isn’t a trend that’s exclusive to the year 2020, it is more important than ever. Why? Because online competition across nearly all industries is on the rise and more people are using the power of online marketing.
In addition to providing readable and informative content, always remember to include visuals such as instructional videos, high-quality photos, or helpful infographics to help you stand out in the online crowd. Live videos on Facebook Live and Instagram Live are also an excellent way to engage your viewers!
Personalize Your Content
For years now, people have started to feel inundated with information. Everything on the Internet is ads, ads, ads. Tuning out commercials and advertisements is becoming more and more commonplace and traditional marketing is losing its spark.
Today, what a business needs to get noticed and remembered in their target market is to create a genuine and personal connection between an online viewer and their own brand. Given that people are receiving so much information, they will likely only notice what they feel connected to.
For example, let’s talk about personalizing your online content through email segmentation. Sure, you need to put your subscriber’s name in the “To” section of your email. The catch is that nowadays, that’s expected, but you need to take the extra step to really stand out.
How? Using data-driven marketing with analytics. There are so many tools that allow you to collect data, including demographics and psychographics, about your viewers. Most social media channels have their own means of collecting data, and Google Analytics is a great way to gather information about your website viewers.
After you’ve collected all of the data you need, create online ads targeted to specific individuals and change the content accordingly. This way, your ads are more likely to speak specifically to the people that are seeing them, ultimately raising your chances of conversion by a landslide.
It’s a win-win.
By having a more thorough understanding of who is seeing your content and what their actions are, you can gain a better idea of who your audience is and how to appeal to them.
Apply Conversational Marketing
Conversational marketing is another way of adding a personalized touch. It is a way for your company to communicate with your customers, listen to their feedback, make adjustments, and provide them with the products and services that they need. It shows your customers that you care about them and are dedicated to helping them solve a problem. Conversational marketing has proven to help build customer loyalty, improve online engagement and provide a better customer experience.
So how do you do it? There are multiple ways to communicate with your customers to gain their feedback. A simple way to do so is to send out an email survey after someone has purchased your product or spoken to your help team. You’re probably accustomed to doing this after you’ve called your bank’s customer support line. This is a simple and easy way to implement conversational marketing.
However, there are more involved techniques. Providing live customer support on your website or your social media page is an excellent way to help viewers feel heard. Of course, it is usually only suitable for larger organizations with the funds to hire round-the-clock support teams. An alternative? You can use chatbots for a more simple and affordable approach. There are plenty of online resources to make this happen!
Use Shoppable Posts
Gone are the days of tirelessly trying to get viewers to click on the link to your website. There have been so many relentless ways to encourage viewers to click on your link, such as offering a coupon for first-time visitors or talking about the awesome products available on your site.
The reality, however, is that online users are living in the now – moment to moment. It’s essential to capture their attention as quickly as possible, especially because you’re probably competing against a myriad of similar posts.
Shoppable posts (AKA: social commerce), allow people to purchase a product from a third party without leaving their current platform. The three most popular platforms to use this are Facebook, Instagram and Pinterest.
By using shoppable social media posts, you’re eliminating the number of steps that people have to take to buy, therefore making conversion that much more likely. Additionally, by providing an easier and more direct means of purchasing a product, you’re decreasing the likelihood of customer disinterest and consequential sales abandonment.
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